ITC Engage steps into gender neutral fragrance with new launch

By

Isabelle Crossley

Published
Jan 12, 2023

ITC Engage has launched its first ever gender neutral fragrance named ‘One Soul’. The fragrance brand aims to bolster its premium product offering and engage young shoppers with its new launch.

By stepping into gender neutral fragrances, ITC Engage plans to connect with new customer demographics and promote gender inclusive grooming, Indian Retailer Bureau reported. As many Gen Z shoppers in India are increasingly seeking out gender neutral clothing and personal care products, the brand aims to offer them a complimentary fragrance. 
 
“Since its inception, ITC Engage has continuously pushed boundaries to redefine the fragrance and grooming category,” said ITC Limited’s divisional chief executive of personal care products business Sameer Satpathy, Indian Retailer Bureau reported. “This new range of Engage Eau de Parfum introduces nuances in grooming with specially designed fragrances for occasion-based wear for day and night. With One Soul, ITC Engage takes a step forward to make grooming more inclusive and transcends traditional gender norms to introduce its first gender-free fragrance. With the launch of this range, it is our endeavour to bring fragrances of international quality and standards to consumers at Indian prices.” 

The fragrance has notes of citrus and spices blended with amber and wood to balance traditionally feminine and masculine scents. The scent is inspired by blue skies and open spaces and is part of ITC Engage’s new Engage Eau De Parfum range which are all produced to be IFRA-compliant, according to the brand.